The U.S Army, a planning think tank if there ever was one. Every maneuver, action, reaction is planned. But there’s just one drawback : the plans often turnout to be useless. “no plan survives contact with the enemy.”

This thought and headline is from one of the most interesting books ever – ‘Made to Stick’ by Chip & Dan Heath.

In most marketing departments in India an effective media sorry ‘marketing’ plan is hiding behind the size of the hoarding, the TRPs of the show, the fanbase of 1 crore Bollywood/cricketer idolall fortified with a 30sec TV spot.

Battles are won on the battlefield not in war rooms miles away.
Campaigns are won on the digital playground not in conference rooms miles away.